Insights
No trend pieces. These are the arguments we end up having with clients, written down.
Four acronyms, one underlying shift: search is moving from a list of links to a single synthesised answer. Here is what each term actually means, what genuinely influences AI citations, and what to ignore.
Featured
In most paid accounts we audit, the conversion data is wrong in a way nobody has noticed. The algorithm has spent months learning from it. A 20-minute check will tell you if yours is affected.
14 July 2026 · 7 min read
Company pages get a fraction of the reach of personal profiles, and B2B buyers trust people over logos. Here is how to build a founder programme that does not consume the founder's week.
30 June 2026 · 8 min read
Qualification asked too early reads as an interrogation. Here is how to work out which fields are genuinely earning their place — and where the rest of the questions actually belong.
16 June 2026 · 6 min read
An old list is an asset, but emailing it all at once is the fastest way to destroy your sender reputation. Here is the staged reactivation that works.
29 May 2026 · 7 min read
Attribution models disagree, every platform over-reports, and the sum of your channel dashboards exceeds your actual revenue. A practical way to decide where the next dollar goes.
12 May 2026 · 9 min read
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